BRAND:
Argonne National Laboratory
CLIENT:
Department of Energy & Chicago University
BACKGROUND:
The Argonne National Laboratory has a history of scientific excellence, working on projects of a national scale with global relevance. Despite its established history, the lab needs to address issues around reputation among major stakeholders. Developed ways to work together through education, communication and team sharing. Argonne positioning and identity helped align 10 independent labs and 1,000 scientists behind a single brand vision. The labs have four divisions, Computing, Environment and Life Sciences, Energy and Global Security, Photon Sciences and Physical Sciences and Engineering.
ACTION:
We conducted research and provided internal interviews. The result seemed that the individual labs, but had no common connection. Reorganized a major brand strategy. Developed a visual identity system that will help convey this new brand strategy and positioning. Ideally, the lab will present this new positioning, messaging and visual identity in time for the 60th anniversary of Argonne.
We assisted in the recreating and relaunching of Argonne National Laboratory and provided a visual identity system that will help Argonne National Laboratory signal its brand strategy and positioning to major stakeholders. Provided guideline standards and templates that would increase efficiency and consistency when creating Argonne National Laboratory communications. Provided services that helped the Lab implement the new brand positioning and visual identity system to stationery, literature, website, signage, vehicles and possibly a 60th Anniversary Launch Day Event.
“This program symbolizes the laboratory and all of its parts. Argonne is a unique place and it holds a special place in the scientific and engineering infrastructure of our country.”
– Dr. Robert Rosner, Director, Argonne National Laboratory
DELIVERABLES:
Research, Brand Strategy, Logo, Design, Digital, Signage, Brand Guidelines, Marketing Communications & Launch
LEARN MORE:
www.ANL.gov
ROLE:
Michael Thibodeau - creative director and lead designer working wtih Argonne National Laboratory, Chicago University, Millward Brown and Verse Group